[Frank Lutz offered] the city council members [a list of] “good” words
versus “great” words. Don’t say “sustainability,” but use terms such as
“cleaner, safer and healthier.” Instead of saying “working together,” say
“partnership.” In place of “sacrifice,” use, “We’re all in this together.”
Don’t “inform” the public, “educate” the public. (So if you notice a sudden
shift in city council’s vocabulary, that would be why.)

I think we just wasted $30,000 on a banal presentation that could have been
provided as a handout … I’m not interested in how we develop better
messages to better manipulate the public’s perception, or learning buzzwords
to prompt the most visceral reaction.